MC FLURRY

TitleMC FLURRY
BrandMCDONALD'S
Category B01. Brand & Communications Design
Product/ServiceMC FLURRY
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Melanie Pennec DDB Paris Creative Director
Hugues Tanchon DDB Paris Art Director
Mathieu Dublé DDB Paris Copywriter
Sébastien GENTY DDB Paris Managing Director
Cédric Ledoux DDB Paris Planner
Stéphane Gazzo DDB Paris Managing Director
Mathieu Bliguet DDB Paris Account Director
Agathe Bicart-Sée DDB Paris Account Director
Laetitia de Camas DDB Paris Account Executive
Thibaut Pirioux DDB Paris Art Director Assistant
Jonathan Haddad DDB Paris Art Director Assistant
Florentin Heyraud DDB Paris Art Director Assistant
Xavier Royaux McDonald's Senior Vice President
Maurizio Biondi McDonald's Manager Marketing Trade
Clémence Arnaud McDonald's Marketing Manager
Louis Esnon McDonald's Advertiser Supervisor
Alex Vigreux McDonald's Product manager

Cultural / Context information for the jury

McFlurry is supposed to be the coolest/youngest ice-cream ever. But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000. So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target.

Tell the jury about the art direction.

This campaign is based on a simple idea: the McFlurry didn’t change for 20 years. And we had to re-conquer our millennial target? We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected. We looked at our young target and came with a simple idea: This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, we did mix techniques, inspirations and musics to build a design centric but integrated campaign.